Do Any Of These Conversion-Killing Clichés Appear On Your Travel Website?
Do Any Of These Conversion-Killing Clichés Appear On Your Travel Website?
Travel clichés pop up all the time — in text and images. They’re never original, but like this photo of a sunset smooch they often communicate a clear message. Photo: Scarleth White_CC
Clichés are easy to write. You can scribble off hundreds of words within minutes by packing your prose with stale, over-used phrases. It’s sort of like writing on auto-pilot.
Worn-out words don’t have the same emotional impact as copy that’s fresh and original. Predictable text is easily forgotten, while unexpected phrases snatch the reader’s attention like a spitball at a cocktail party.
Travel writing is especially bad for using clichés, as this article highlights so well. But here’s the thing: there’s a big difference between travel writing (entertainment) and travel copywriting (marketing).
So before I start slamming some of the most hackneyed travel phrases out there, I want to be clear on one thing: there are times when you might actually want to use a travel cliché. Surprised? Read on.
Why some clichés deserve to live
We all use clichés in everyday life, often without realizing it. And since the most persuasive copy speaks your customers’ language, using a cliché to form a connection with that audience might be just what your website needs.
In fact, legendary copywriter Gary Halbert once proclaimed that ‘most writing today does not contain enough clichés.’ He points out that these over-used phrases are great at getting a point across quickly and clearly, which is key for direct-response copy.
Clichés have built-in meaning and can instantly create an image in the reader’s mind with just a few words. After all, the reason a word or phrase becomes a cliché is because it’s so useful. It all depends on your audience and exactly how you want to communicate with them.
Now, I admit it’s not always easy to tell if a cliché deserves to live. You really have to understand your target audience and have a clearly defined written voice. And in reality, the majority of clichés used in website copy should be scrapped.
So when in doubt, go ahead and hack out that clichéd phrase. Here are a few to watch out for:
7 Clichés (Probably) Worth Cutting
You might want to hack away at some of the clichés in your web copy.
These phrases are especially brutal because they have such obvious alternatives. A few of them might connect with a certain audience, but almost every time I read them they just suck the creativity out of the copy. The worst part is, I’ve seen them taint text that was otherwise pretty good.
But don’t fret if they appear in your web copy — clichés often slip out without the writer even knowing it. Odds are, your competitors’ websites are probably filled with them. But by pulling out most of the dull, unoriginal language from your site, your business will have a much better chance of standing out.
Off The Beaten Path (9,940,000 search results on Google)
This phrase has been used to describe everything from remote treks in the Yukon to a café that’s just outside the Vegas Strip. Although it’s certainly not the worst cliché around, it’s used so heavily that it now means different things to different people. Instead, detail exactly what makes the destination “off the beaten path.” Get specific about distances or use more vivid adjectives that create imagery about the location.
Quaint and Charming (2,720,000 search results)
Plenty of B&Bs and rental properties use this phrase on their website, so you’re not alone if it appears in your copy. Once again, it’s specificity to the rescue. What adjectives would better describe your property? Think ‘graceful,’ ‘palatial’ or ‘whimsical.’ Interesting to note that ‘charming and quaint’ only got 67,000 results on Google.
Hidden Gem (1,760,000 search results)
This one tops the list of many cliché-haters. And it’s a pretty simple fix: use secluded, remote, private or little-known. And of course, if you feature a ‘hidden gem’ on your website it probably won’t stay hidden for long.
Something For Everyone (15,500,000 search results)
This one bugs me the most, mainly because it also hints at a very dangerous copywriting practice: trying to write for everyone instead of those most likely to buy. If you’re using this phrase, I’m willing to bet your web copy needs a total overhaul.
But first off, kill this phrase and write something that will appeal to those most likely to love what your business has got for them. If you try to write for everyone, you’ll connect with no one.
Friendly Locals… (626,000 search results)
Blanket statements like this are not only clichéd, they lack credibility. Instead, go into a bit more detail about the people you’re writing about. Think about their culture or unique customs that you could mention. Try focusing on one compelling descriptor, such as traditional clothing, that will bring the experience to life.
Nestled In The… (136,000,000 search results)
It seems that just about everything is ‘nestled’ in something else. But don’t worry, it’s easy to switch out with another word: Situated, located, surrounded or engulfed would all work better.
Majestic Mountains… (1,440,000 search results)
The most blatant cliché on the list. It’s tough to justify keeping this one in your copy, no matter who your audience is. Just think about how many times you’ve read ‘majestic mountains’ before. Find an adjective that’s specific to the mountains you want to describe. How about ‘sky-piercing’, ‘jungle-covered’ or ‘rugged’ (although that last one is entering cliché territory as well).
What travel writing clichés are on your hit list?
Like I said, different words work for different audiences. So I’d love to hear about clichés you hate the most and which ones (if any) you think are still useful. Just leave a comment below.
–Dustin Walker
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Well done Dustin distinguishing between travel writing (entertainment) and travel copywriting (marketing).
Since this vast majority of travel shoppers are to making purchase decision based on what the read, see and hear on your travel website, it is wise to make darn sure your travel website sells.
Travel copywriting matters to convert more strangers into friends, and friends into customers over time.
And good point about copywriting helping to turn ‘strangers into friends and friends into customers over time.’ Building long-term relationships is key and the right words can certainly help with that.
